💾 Google and ChatGPT at high noon

The world’s go-to search engine’s latest update has AI-generated content in its sights

Author

Jeff Sauer
March 13, 2024

📢 TOP STORY

Practically every ad tech vendor has put out a press release in recent months full of bluster about cutting out made-for-advertising sites – and yet supply sources remain oversaturated with garbage inventory, according to a new Adalytics report released on Monday.

The report is full of painfully awkward moments for the biggest SSPs and media companies – but these findings are, more than anything, an indictment of the programmatic advertising ecosystem overall, rather than any one specific company.

The report calls particular attention to the buying tools on offer from Google, Amazon and Microsoft as major carriers of MFA supply. And each, interestingly, has its own unique way of overconsuming MFA.

Adalytics is an online ad transparency startup, and most of its clients are advertisers.

It built a name for itself by publishing a series of headline-grabbing reports over the past year about sensitive subjects of great concern to ad buyers, including brand safety, transparency and wasted ad spend.

🤝 WITH SUPERMETRICS

Unfold marketing insights with Supermetrics

Over 200,000 businesses use Supermetrics to make sense of their marketing data. Choose a destination, like a visualization tool, and connect to 150+ data sources like Facebook Ads, Google Ads, GA4, and more.

With Supermetrics & Looker Studio, you can 

  • Get a single source of truth.

  • Forget copy-pasting and visualize your marketing performance effortlessly.

  • Share it with your team, clients, and stakeholders.

  • Turn data into decisions that drive results.

Watch this short video and get started with your 14-day free trial today!

📰 THREE HEADLINES

At the heart of hyper-personalization lies the ability to harness vast amounts of consumer data to deliver tailored shopping experiences. Retailers are leveraging advanced analytics to gain insights into individual preferences, behaviors and purchasing patterns.

By understanding each customer’s unique needs and interests, retailers can curate product recommendations, promotions, and marketing messages that resonate on a personal level. This level of customization not only enhances the shopping experience but fosters deeper connections between brands and consumers.

Diversifying ad spend away from big tech is a high priority for more than three-quarters (77%) of senior marketers, with nearly a third (30%) saying it is their top priority.

According to a survey by global marketing technology platform Awin, in partnership with Forrester Consulting, affiliate marketing can help businesses achieve objectives, diversify ad spend and develop a more balanced, ROI-driven marketing programme.

Google has long been the go-to search engine for billions of users worldwide, serving as a bridge between users and the vast ocean of information available on the web. Recognizing the importance of maintaining the integrity and quality of search results, Google has continually evolved its search algorithms and policies to combat spam and low-quality content. 

With AI generated content flooding the web with low-value rewrites and spam, Google's results have seen a decline in quality. The March 2024 Broad Core Update is aggressive and Google is planning to remove 40% of unhelpful content from their index.

🧵 THREADS

🤿 DEEP DIVE

 Widespread internet access during their formative years has given millennials unique experiences and perspective compared with other generations. Although they can be seen as digitally native, most millennials can still remember their reliance on traditional media and analog devices.

Millennials are digital natives, but their tech savviness is also bolstered by their education. As the largest generation, they are the most educated, with 39% of US millennials holding a bachelor’s degree or higher, compared with 29% of Gen Xers, 25% of late boomers, and 24% of early boomers, according to 2018 data from the Pew Research Center.

Reaching millennials means aligning with their preferences and values. Whether through experiential initiatives or digital content, the key is to be authentic. Marketers should not solely focus on selling products, and instead try building meaningful relationships with their millennial audience.

Meeting millennials where they are is becoming more challenging as their media and device usage is fragmented. Most simultaneous internet and TV users are millennials, who make up 30.4% of all media multitaskers, per a February 2024 EMARKETER forecast. If millennials are part of your target audience, it’s imperative to stay on top of their usage on devices, social platforms, and entertainment platforms.

Born between 1981 and 1996. Millennials grew up during the dawn of the internet and have quickly embraced technologies like social media and smartphones. Millennial consumers are drawn to ease and convenience.

🎁 Looker Studio Blueprint Live Cohort

Last Chance: Looker Studio Blueprint Live Cohort Starts Tomorrow

Need to turn data into real-time PROOF that your marketing campaigns are working? We’ll show you how in our Looker Studio Blueprint Live cohort, which kicks off tomorrow, March 14th at 1 PM Eastern time. Here’s what a seat in our cohort entails:

✅ Six live 90-minute Looker Studio Blueprint sessions taught by myself and Julie Brade of Measurement Marketing. We’ll record these sessions so you can watch them later!

✅ Complementary Expert Looker Studio Workshops taught by expert instructors like Ahmad Kanani, Fred Pike, and Mehdi Oudjida, plus our favorite Looker Studio dashboard templates that you can plug into.

✅ A professional Certificate of Completion that showcases your business intelligence skills using Looker Studio

🎧 AUDIO VISUAL CORNER 🎥

🤝 A CALL FOR SPONSORS

Get Your Message In Front of 58,000 Marketers and Agencies!

There’s no better place to reach your target audience in the marketing world than the Data Driven Newsletter. But you will want to act fast. We only have one advertising slot available for January!

You can see rates and placements here to sponsor this newsletter and get your message in front of your ideal customers.

🎁 SHARE DATA DRIVEN